Once upon a time, customers shared their opinions by actual word of mouth – whether they were satisfied or otherwise, they told a few people that they personally knew, and that was that.
Social media is the new “word of mouth” and everything has changed.
Now, customers – and even non-customers – can sing your praises or drag your company’s name through the dirt on social media platforms like Facebook, Instagram, and X, formerly known as Twitter. Their opinions – good or bad – can be shared with hundreds of even thousands of strangers, who can then re-share them across the Internet.
This might lead you to mistakenly believe that your business website is less relevant and that you should focus all your energy on social media.
But in a world of likes, shares, tweets, and emojis, your company website has unique advantages over social media and remains an integral part of your business strategy.
Your Website Builds Brand Awareness
Did you know that despite all the digital noise, websites still tend to rank higher on search engine results pages (SERPS) than social media posts?
In fact, 98% of people use the Internet to look up local businesses, and when they enter a search term like “plumbers near me” or “emergency dental care”, the SERPS show legitimate websites…NOT social media posts.
That being considered, having a website with a great search engine optimization (SEO) strategy is one of the most effective ways to increase brand awareness.
Your Website Gives You More Control
You have very little control over what people post on your company’s official social media pages, and absolutely zero control over what they post on theirs. In a very real way, you do not control the narrative of what is said about your company on social media.
But that’s not the case on your business website. YOU own it. This means you decide what people find on your site. You decide how it looks, how it works, and most importantly, you control the message.
Social media websites frequently change their policies, their algorithms, and their layouts. Without warning, they can go in an entirely different direction as to what can and cannot be posted or shared. Even though you aren’t to blame for those changes, it does create a sense of inconsistency in the minds of some customers.
With a dedicated website, you can control the customer experience and the brand image.
Your Website Gives You More Opportunities for Revenue
Yes, social media platforms are wonderful at promoting your services and products, but a social media post does not have the same immediacy or as strong of a call to action as a purposeful e-commerce platform such as an online store.
When you promote your company and its goods on social media, there is always an extra step before customers can buy. But if you have a company website that includes an online store, you can offer customers what they really want – an easy, hassle-free shopping experience.
But that’s not the only way you can make money with your website. If appropriate, you can also:
- Offer subscriptions or membership services
- Sell advertising space
- Become an affiliate marketer
These are options that are not even available on many social media platforms.
Your Company Website is Always Open
Your social media pages have messaging features, so technically, current and potential customers can reach out to you with questions at any time, even in the middle of the night. But realistically, there won’t be anyone available to answer those questions until normal business hours.
In other words, there is a delay in getting the customer the information they want. In today’s instant gratification service economy, customers are impatient and fickle. If they have to wait too long for an answer, they will just move on to a competitor.
On the other hand, your website is always available, 24 hours a day, 365 days a year, and even on weekends and holidays. The content on your website usually answers most questions that potential customers might have.
They get what they want, right when they want it.
And if you have consistent, high-quality content that also includes a strong and compelling call to action, a simple question can turn into a sale on the spot.
Your Company Website Showcases Your Goods, Services, and Skills
Let’s face it – social media is good at promoting short-form content. A bite-sized video or sound bite with a character limit is good at luring people in, but not so good at explaining why customers should choose YOU – your experience and expertise, in-depth information about your products, or information about why your services are superior to those of your competitors.
The information on your company website allows you to be a “thought leader” in your industry. The articles, blogs, and other content on your website are much more comprehensive than anything found in a TikTok or tweet.
Plus, as far as Google and other search engines are concerned, content is king! The more high-quality, up-to-date, and relevant information you have on your website, the better the SEO ranking.
What Does All of This Mean?
None of the above is meant to suggest that social media cannot be a valuable tool for your business. But because of its limitations, it should not be the primary focus of your online efforts.
Social media helps you reach a larger audience, especially younger potential customers. Where it falls short, however, is that by its very nature, social media makes it more difficult to convert potential prospects into actual paying customers, because there is only so much information that can be relayed within the constraints of the specific platform.
With social media, you also give up a great deal of control over what is said about your company. On your website, YOU are in control of the message and customer impressions.
In the end, your online marketing strategy should recognize the advantages and disadvantages of both traditional company websites and social media accounts. They are both tools that should be used together to maximize your online presence, reputation, and revenue.
The ClikIT Difference
Do you need help building, maintaining, or updating your website to appeal to today’s customers?
At ClikIT, we are your #1 resource for all of your website needs, from design and redesign to content creation and blogs, to security, to SEO and social media, and much much more.
Our motto is, “We Can Do IT!”…because we CAN help you maximize your online presence and results. We do what we are best at so you can do what you are best at.
Let us take a look at your website so we can tell you what we can do for you
For immediate help and long-term results, Contact the professionals at ClikIT TODAY.
